How do you develop the skills of a great Strategic Account Manager?

Answer: by practicing them in a safe environment.

The SAM2Win Simulator is a highly innovative online training tool that allows Account Managers (SAMs,  KAMs or GAMs) to learn and practice the essential strategic skills necessary to achieve more profitable growth with your top accounts.

Five suppliers compete with each other for the business of one complex global account. To win the game, a supplier needs to gain a deep understanding of the account, read the changing relationship landscape, correctly assess the competition, develop a cohesive account growth strategy and execute it successfully.

It can be delivered in a number of ways, from a traditional two day classroom-based workshop through to a full online program.

We have over 40 years of experience working with Account Managers, Strategic Account Management programs and the interface with key business functions like marketing and procurement.  Much of this is now in our simulation, all ready to help develop the best Account Managers of the future.

Content:Account Management image

  • Segmenting an account and picking the best opportunities
  • Winning with targeted value propositions
  • Anticipating and responding to market dynamics
  • Diagnosing and dealing with different procurement situations
  • Communicating a clear account strategy


  • Voted Best Workshop by members of the Strategic Account Management Association
  • Finalist in the Chartered Institute of Marketing’s  Marketing Excellence Awards
  • Players  have included students of leading Business Schools and executives from Procter & Gamble, Kone, Marriott and Siemens

“It really helped us to understand good Strategic Account Management principles and how to apply them to our business.  Using a SAM simulation significantly enhanced the overall learning experience.” –  Program Manager, Customer Relationship and Account Management (global corporation)

“A big thank you for yesterday.  The content was of great interest and very much along the lines the SPA have been advocating for many years. There was very positive feedback from all who I, and the other committee members, spoke with.”  –  Sales Performance Association

“Thanks for all your help with the simulation this year. The reflective essays were excellent, the students clearly learnt a lot and enjoyed the simulation experience, so thanks again.” – Portsmouth Business School

Feedback from corporate participants:

“It was fantastic … it made us focus on the important things like the client’s market, the client needs, the competitors and our strengths etc… to win more share of wallet and profit”

“A very different and incredibly effective way to learn how to manage our most important customer relationships”

“Actually using the Simulator was brilliant”

“It gave a new perspective to account plans and strategy”

“I liked participating in the simulation game prior to the session. I enjoy games and activities to learn. Excellent!”

“A great way to learn about account planning.”

“I enjoyed the game and learning concepts. Thank you!”

“It was user friendly, with a lot of useful information.  You can see the results of your decisions quickly and the group discussions were great!”

“Thanks a lot for the very interesting day”

“I thoroughly enjoyed the people interactions and the real case examples”

Feedback from Business School students:

“I really liked that it was something new and out of my comfort zone which makes you think critically and try to make the right decisions”

“There were a lot of good tools available to analyse performance and assist in decision making. It really challenges you to think broadly when making decisions”

“I think this game is a really different way to learn and provides good experience that can be applied in the work environment”

“This was a very good experience which has taught me a lot about business. I have been wanting to experience something like this which can show me whether I am ready for business, and this game did. I am now confident I am ready”

“The competitive aspect of it is incredibly motivating. I really liked the whole fighting over share of wallet aspect and trying to meet the account’s needs”

“I thoroughly enjoyed this experience.”

Users also love: 

  • “Applying the strategic account management theories in the game and working out the strategy in a team”
  • “Understanding more about client needs, forming the account strategy and working as a team”
  • “The competition and the learning throughout the game”
  • “All the small details which affected the outcome of the performance. It was a very realistic game”
  • “The competitiveness between groups”
  • “Its level of realism and the various key management tools”
  • “The changing opportunities, and being able to target specific ones”
  • “The way in which the account we were involved in changed and evolved as the game went on, that was very realistic”
  • “The interactive nature and competitive element”
  • “The real world applications it draws from, using various sources to make decisions and those decisions having a real impact”
  • “Easy to use dashboard”
  • “The hidden strategies of the game. One has to think critically.”
  • “Being able to be risky.”

For more recommendations, please visit:



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Compass wins a prestigious award

We are delighted to announce that our client, Compass Group PLC has won an award for its work in growing its international clients business. The award was announced by the highly respected Strategic Account Management Association and recognizes the excellent work that Compass has done in co-creating value with its clients.

In responding, Ed Bradford, Managing Director of Market2win said, “We have been working with Compass for many years on different aspects of their International Clients Programme and this is terrific recognition for the success that they have achieved. As part of the entry process for this award we interviewed many of their senior executives and I was blown away by the innovative ideas they were developing and implementing with these clients around the world.”

The award will be handed out at the SAMA European Conference in Berlin on the 11th March 2013

The full SAMA announcement is provided below

SAMA Announcement

February, 2013

Compass Group Recognized for Strategic Account Management Excellence and receives SAMA Excellence Award(TM) for Co-Creating Customer Value

The Strategic Account Management Association (SAMA) has selected Compass Group, a world-class provider of contract foodservice and support services, to receive a SAMA Excellence AwardTM for Co-Creating Customer Value. The award will be publicly given to Compass Group executives at the SAMA Pan European Conference, 11 March, 2013 in Berlin.

Through its International Client Programme begun in 1998 to develop strategic relationships with its top clients, Compass Group has demonstrated world-class practices in the critical area of customer-supplier value co-creation. Collaborative value creation is the key process in strategic customer management to bring about mutual growth, profit, trust, loyalty, innovation and risk management in B2B relationships.

“We are very impressed with Compass Group’s accomplishments and the documented evidence that their International Client Programme has integrated the key processes for co-creating customer value and through it has attained superior growth,” says Bernard Quancard, President & CEO of SAMA.

These elements are being documented in a SAMA case study examination, and presented in a conference session this March

Useful links:

SAMA Pan-European Conference (Berlin – 10-12 March) website

SAMA Pan-European Conference brochure

SAMA Academy in Berlin, 12-14 March website

A unique KAM workshop: London 12th Jan 2012

Earlier this year, we ran a KAM Simulation workshop for members of the world-renowned Strategic Account Management Association ( May 2011 ).  This was rated one of the best workshops at their conference and so we have teamed up with the University of Portsmouth, to offer a similar session in the UK.  My co-presenter is Beth Rogers,  one of the most distinguished KAM experts in the UK (and a long-time colleague of mine).  She has been researching and teaching in this area for over 20 years and already runs KAM courses at Portsmouth Business School.

This is the first time we are offering this course in the UK so please do not hesitate in claiming your early bird discount.

For more information, click on the link below:

Key Account Simulation Day 12 Jan 2012

KAM2win Simulator gets top satisfaction scores

The KAM2win Simulator recently scored some of the highest satisfaction scores amongst delegates at the SAMA Global Conference in Orlando.

Click here to see the conference highlights: SAMA Feedback Orlando 2011

SAM Game Winners

On May 16, the top teams in the Strategic Account Management Game were announced at the SAMA Global Conference in Orlando, Florida. The online game was played over three weeks leading up to the conference itself.

Jean-Maurice Mimran (SAFC), Angela Nienaber (US Postal Service) and Derek Stek (CH Robinson Worldwide) won the game. Dan Cox (Siemens) and Bob Erickson (Pall Corporation) came a close second.

The game has five suppliers competing for the business of one global account. The objective is simple: to make the most profit from this account by the end of the game.
The SAM Game Winners, May 2011
All suppliers start the game with the same overall sales, profits and share of wallet with the account (though it varies across different sales opportunities). However, each of the suppliers also has different account strategies already in play which the teams quickly need to get to grips with.
Participants in the game are all members of the strategic account team of one of these suppliers.  Also, in this case, the participants did not know each other before the game started and had to self-organize into effective virtual teams.
In this game, these two teams quickly took control of the situation and ended up battling each other for account supremacy. Both teams did well to assess the customer and competitor situation, develop their own account strategies and execute them effectively…all whilst doing very busy real day jobs!
By definition, a Strategic Account Manager should be good at strategy and these guys proved that they are.
Well done guys!
Posted by Steve Erickson (VP Strategic Marketing, Parker Hannifin Inc) and Ed Bradford (Director, Market2win Ltd)

Best practice presentation on SAM

Earlier this month we got the news that we will again be invited to present at the SAMA European Conference.  SAMA is the world’s foremost authority on best practice strategic accunt management (SAM).  We are presenting “Getting Started with SAM” with our client Cushman & Wakefield Investors.  We have done some outstanding work together in getting SAM going in the context of some turbulent industry background.  If you want to come along to see us, please visit for more information.